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special feature
Online Tyre Retailing: Adapt, Evolve and Embrace
T with the rise of digital technologies.
Prior to the Covid-19 pandemic outbreak, a shift towards online buying was already underway with growth registered in the Ma- laysian e-commerce market during recent years.
Before the pandemic, consumers generally continued to buy certain products from bricks-and-mortar retailers for a variety of reasons. So even though, for example online grocery shopping continues to increase in popularity, people still prefer to buy from the shop as it is cheaper to do due to the expensive delivery fee.
- tion, driving more of our lives online. The way consumers use e-commerce and digital solutions has also changed, with many shopping online more frequently that has contributed to the dra- matic surge of online shopping. The forward-thinking retailers that have already put e-commerce in place for their businesses before the pandemic were more prepared as it opened up excit- ing new possibilities for them.
Unlike previously where most online platforms were predomi- nantly focusing on selling electronics, clothing and home ap- possible category. Like it or not, changes are here to stay. Mar- ketplaces like Lazada and Shopee are
already selling tyres with attractive dis- counts, which have impacted the way tyre dealers do business.
Online selling is a new norm and it is increasingly on the rise, since it not only provides the additional sales op- - ence the tyre buying process. This does not necessary mean that the brick-and- mortal days are over, but in order to stay relevant and competitive, physi- cal tyre stores and dealerships are be- ing forced to either set up their digital storefront or extend their storefront with digital touchpoints. This can be done through various methods, either build- ing their own platforms or leveraging on the third party general or specialised e- commerce platform.
Entering 2021, we interviewed two local tyre dealers who have taken the lead in online tyre sales initiatives. They shared with us how they see digitalisation being - rience in building and developing their on- line platforms, as well the challenges and prospects of an online presence.
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